Brief in brief

The global Dove team tasked us to refresh the Facial Cleansing core range pack design for global deployment as they needed to bring news to the market and to excite consumers.

What we did

Following a deep dive research into the facial cleansing market, we explored a range of designs that would drive consumer desirability and the ‘want’ factor to our core market.

We refreshed 2D primary pack for all variants across the core range including, facial cleansers, foaming cleansers and refill packs. As Japan was a key Dove market, where newness in itself often drives desirability, we also designed the attention stickers (ATS).

The outcome

The new design embodies the Dove design principles while cueing a drop shape which stands for superior moisturisation. Retaining the strong Dove brand identity we realigned the logo from current vertical position to a horizontal position on pack to further drive brand standout/recognition on shelf.

The drop shape also cleverly helps bringing the core facial cleansing range closer to the make-up remover range, improving the overall family feel.